Branding is essentially a merger of storytelling and promise-making.
Here, the advertiser/brander says to the audience: Experience this moment, this sensation, this satisfaction.
Now, put yourself in that moment. Get in that world. Anticipate it. Feel it. Get sensual.
Rinse, repeat.
A brand is a story that the audience #experiences automatically. It’s an experience that is so positive and so reliable that it becomes Pavlovian.
Experiencing a great brand is like experiencing the Fourth of July. Christmas Eve. Wedding-day jitters. The first child. A golden wedding anniversary. Graduation. Opening Day.
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